{D2C 100} mCaffeine: Ruling with Caffeine-Infused Beauty Products
{D2C 100} mCaffeine: Ruling with Caffeine-Infused Beauty Products

Started in 2015, mCaffeine is the first homegrown start-up to create caffeine-infused personal care products for a premium millennial audience. Currently, the brand offers 55 caffeine-infused products, including bathing bars, shampoos, scrubs, oils, etc. Having sold upwards of 10 million products to date, the brand has achieved cult status within the Indian D2C personal care industry.

mCaffeine has raised approx $41 million across three funding rounds and is profitable on every unit sold. Having a current GMV run rate of Rs 540 crore, the brand’s 90 percent of sales are driven via online portals and 10 percent offline.

“45 percent of the online sales come from our own D2C website while the rest are from eCommerce platforms. We aim to strengthen our offline presence and increase our sales over the next 4-6 years,” Tarun Sharma, Co-Founder and CEO, mCaffeine stated.

Future Outlook

The brand is currently present in 12,000 stores in the general and modern trade. These stores include large retailers such as Wellness Forever and Health & Glow. It plans to expand its reach to 25,000 stores in India by the end of the next year, and 1,00,000 stores in the next five years.

“We plan to launch 15-20 products by the end of 2023. We will also be expanding to 12 countries across the globe in the next 3 years,” Sharma asserted.

mCaffeine also plans to acquire small brands from the beauty industry (across national and international markets).

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